Question 1

The communication model acknowledges that messages can be blocked by ________,which is anything that interferes with effective communication.

Accepted Answer

Noise refers to anything that interferes with the transmission, reception, or interpretation of a message. This can include physical noise, such as loud background sounds, as well as psychological noise, such as distractions or preconceived biases.

Question 2

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Accepted Answer

The question describes the components of the promotion mix, which is the correct answer. Direct marketing, target marketing, and competitive marketing are all important concepts in marketing, but they are not the best choice given the information provided in the question. Integrated marketing is a related concept, but it refers to the coordination of all aspects of marketing, not just promotion.

Question 3

A company is implementing ________ when it airs a television commercial to millions.

Accepted Answer

Mass communication refers to the transmission of a message to a large audience through various media channels, such as television, radio, newspapers or magazines. By airing a television commercial to millions, the company is implementing mass communication.

Question 4

In the communication model,the ________ can be any organization or individual that intercepts and interprets a message.

Accepted Answer

The receiver is the part of the communication model that intercepts and interprets a message. The other options have different roles in the communication process:

- Medium: The means by which a message is transmitted (e.g. phone, email, newspaper) 
- Source: The originator of a message (e.g. person, organization, media outlet) 
- Encoder: The individual or system responsible for converting a message into a code or format that can be transmitted (e.g. computer program, person encoding a message for texting) 
- Noise source: Anything that interferes with the transmission or reception of a message (e.g. loud construction sounds during a phone call, poor internet connection)

Question 5

Which of the following is NOT one of the four main roles performed by marketing communication?

Accepted Answer

The four main roles performed by marketing communication are to inform, persuade, remind, and build relationships. Entertaining may be a tactic used within marketing communication, but it is not one of the main roles.

Question 6

Which of the following is NOT true about the message in the communication model?

Accepted Answer

The message in the communication model may not be understood in the same way by all receivers due to differences in interpretation, perception, and background knowledge.

Question 7

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

Accepted Answer

Promotion refers to coordinating marketing communication efforts to influence attitudes or behavior, which includes advertising, public relations, personal selling, and sales promotion. Marketing is the overall process of creating, promoting, and delivering products or services to customers. Public relations is a form of communication to enhance a company's reputation or image. The communication model is a theoretical framework used to explain how information is transmitted and received between a sender and a receiver.

Question 8

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Accepted Answer

Sales promotion is specifically focused on providing short-term incentives to encourage immediate purchase or sale of a product or service. Indirect marketing, personal selling, public relations, and advertising may all have goals related to sales, but they do not necessarily involve immediate incentives for action.

Question 9

In terms of the communication model,________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Accepted Answer

Feedback is the process of receiving a message from the receiver about how well the message was received and understood. This helps the source to gauge the effectiveness of the message. Looping refers to repeating the message, translating refers to converting the message from one language to another, encoding refers to converting the message into a symbolic form, and decoding refers to interpreting the message received.

Question 10

Advertising,sales promotion,public relations,and buzz building activities are all ________.

Accepted Answer

Integrated marketing communications (IMC) is a concept that involves coordinating and integrating various communication channels, including advertising, sales promotion, public relations, and buzz building activities, to ensure a consistent message is delivered to target customers. IMC is focused on creating a seamless and consistent brand experience for customers across multiple touchpoints. Choices B, C, D, and E are not accurate descriptions of these promotional tools or their relationship to IMC.

Question 11

________ components of the promotion mix do not seek a short-term increase in sales.Instead,with these communication activities,the company tries to maintain a positive image of an organization and its products.

Accepted Answer

Public relations activities such as sponsoring charity events or responding to negative publicity do not aim to directly increase sales, but rather to build and maintain a positive image of the company and its products. Personal selling, sales promotion, and direct marketing all generally have the goal of generating immediate sales or responses from consumers. Word-of-mouth is a form of communication that is not directly controlled by the company, and therefore may or may not have the goal of increasing sales in the short-term.

Question 12

Which of the following statements about advertising is true?

Accepted Answer

Advertising can be used to establish and reinforce a distinctive brand identity by creating specific images and messages that differentiate a product or service from its competitors. This helps consumers to recognize and remember a brand, which can lead to increased brand loyalty and repeat purchases.

Question 13

According to the communication model,________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Accepted Answer

Encoding refers to the process of converting an idea or message into a symbolic form that can be understood by the receiver. This can include using language, tone, gestures, and other forms of communication to convey meaning.

Question 14

With which type of marketing communication does the marketer have the greatest level of control over the message?

Accepted Answer

Advertising allows the marketer to have complete control over the message, including the content, tone, and timing. The message can be targeted to a specific audience and repeated as often as desired. In contrast, other forms of marketing communication, such as word-of-mouth or public relations, depend on the actions and opinions of external parties, which are outside of the marketer's control.

Question 15

According to the communication model,the ________ is an organization or individual that sends a message.

Accepted Answer

The source is the organization or individual that initiates the communication process by sending a message. The medium is the means through which the message is transmitted, the messenger is the person or entity delivering the message, the decoder is the recipient who interprets the message, and feedback is the response or reaction given by the decoder.

Question 16

With which type of marketing communication does the marketer have the lowest level of control over the message?

Accepted Answer

Word-of-mouth communication is based on the opinions and experiences of others, and as such, the marketer has little to no control over the message being conveyed. People tend to trust recommendations from friends and family more than advertising, making this type of communication very influential but difficult for marketers to control.

Question 17

Which of the following is NOT a form of one-to-one marketing?

Accepted Answer

The answer of Which of the following is NOT a...

Question 18

In terms of the communication model,________ is the process whereby a receiver assigns meaning to a message.

Accepted Answer

Decoding is the process where the receiver of a message interprets and assigns meaning to the message, based on their own understanding and context. This is a crucial step in the communication process, as it determines whether or not the intended message has been understood correctly.

Question 19

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs over time to targeted audiences.

Accepted Answer

Integrated marketing communications (IMC) is a strategic business process that helps marketers plan, develop, execute, and evaluate persuasive brand communication programs over time to targeted audiences. IMC involves coordinating and integrating various marketing communication channels and tools, such as advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing, to create a consistent, unified, and powerful brand message that resonates with consumers and drives business results. IMC requires a customer-centric and data-driven approach, a deep understanding of consumer behavior, and a continuous monitoring and optimization of the communication mix to ensure maximum impact and ROI. IMC is a critical tool for marketers to build long-term brand equity, customer loyalty, and competitive advantage in today's complex and dynamic marketplace.

Question 20

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Accepted Answer

Personal selling involves face-to-face interaction between a company representative and a customer, where the representative tries to sell and promote the company's products or services. The other options (word-of-mouth communication, public relations, advertising, and sales promotion) do not involve direct interaction between a company representative and a customer.

Quiz 13: Promotion I: Advertising and Sales Promotion